He, Hongwei. (2012) Corporate identity anchors : a managerial cognition perspective. European Journal of Marketing, Vol.46 (No.5). pp. 609-625. ISSN 0309-0566

Abstract

Purpose - Previous studies on corporate identity (CI) suggest that different beholders view CI from different angles. For example senior managers’ angle can be different from those of employees or customers. The present study aims to explore the dimensions of managerial perceptions of CI. Design/methodology/approach - Forty eight semi-structured interviews were conducted with senior managers within three organisations in the British financial service sector. Findings - Seven principal categories of corporate identity anchors were identified: ownership, vision and mission, values and beliefs, business, personality attributes, external image, and strategic performance. Practical implications - The study suggests that CI anchors can be a starting point for CI program or corporate image management. Attention should be accorded to the diversity of the internal and managerial perceptions of CI and how such diversity can be translated into strong and persuasive messages to other stakeholders. Originality/value - The findings contribute to the literature by identifying potential corporate attributes that are relevant to CI. These findings expand traditional view of CI mix and represent a significant progress toward the identification and mapping of the construct of CI.

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